The three shock words that earned Kyle Sandilands $100million

Kyle Sandilands has built a business empire worth a reported $100million.

And the Sydney radio shock jock, 53, attributes his remarkable success to just three simple yet impactful words.

In a recent episode of the Game Changers Radio podcast, Paul Dowsley, the first producer of The Kyle & Jackie O Show, shared the surprising secret behind Kyle's achievements.

Dowsley was part of the team that secured a prime breakfast slot for the show on 2DayFM in 2005. 

He said that he believed much of the duo's success came down to Kyle continually repeating three words to bosses: 'I don't care.'

Paul and Craig Bruce, who was the show's content director at the time, detailed a number of incidents where Kyle flipped the script on what was expected for conventional breakfast radio hosts.

The rules included keeping breaks to three minutes, to ensure news and traffic could be reported on time.

Craig recalled being told off by Kyle off-air after the shock jock was keeping live chats running for more than 20 minutes.

'I'm not looking at the clock when the [segment] is happening, mate,' Kyle would say.

'I'm trying to stay in the moment. If the content is going well, I don't care how long the news runs late by. It doesn't mater to me.'

Craig added that he had a very specific vision of how breakfast radio show should run - a vision that was promptly thrown out the window by Kyle.

'I had all of these paradigms which were locked in place and how a show should sound, and what a breakfast show should do – and Kyle just challenged and stomped on every single one of those,' he said. 'And thank God he did.'

'I remember talking to him about the practicalities of the traffic being 20 minutes late and we’d say a motorway is blocked then by the time we air that, it’s not.

'Kyle didn’t care. "I don't care, that’s somebody else's problem," he'd say. "I don't care".'

Paul said that he found Kyle's unconventional approach refreshing.

'I'm a rule breaker as well, so I kind of loved that the news wasn't on time, and that the talk breaks weren't three and a half minutes, and we might skip some songs and he might say racy asides.'   

Kyle and his co-host Jackie O Henderson recently surprised fans with a very unlikely change to their popular radio show.

The Kyle & Jackie O Show is known for its trademark crude and explicit humour but the co-hosts have now promised to tone down their antics.

Kyle and Jackie, 49, have failed to win over Melbourne viewers since expanding into the city in April 2024, dipping down in the radio ratings.

However, seemingly in a bid to win over fans in the city, the top-rating Sydney KIIS FM show have now promised to 'behave' and down tone their cheeky antics.

A new slogan advertising the show reads: 'Listen now. We're behaving,' in an apparent bid to appeal to a larger audience in Melbourne.

The advertisement has been plastered all over Melbourne's buses as the breakfast show have poked fun at their naughty reputation.

Kyle and Jackie have famously interviewed people about their sex lives and revealed how to identify an erotic massage parlour in some racy segments on their program.

But after the show was introduced to Melbourne last year, KIIS FM management have been transforming the show to make it more accessible to the new market.

In November, it was announced that Kyle would be reducing his trademark graphic sexual content in a bid to appeal to the Melbourne market.

'The sexual content was really a small part of the show,' ARN's chief content officer Duncan Campbell told Mumbrella.

'Because it was graphic, it grabbed everyone's attention – but [Kyle's] taken that off, really.

'It's still sexual content. But not the graphic sexual content that it once was.'

Campbell told the outlet that Kyle was the one who 'came to the table' with toning down on the graphic content and is passionate about winning over Melbourne.

'[Kyle] wants to win in Melbourne. There's no doubt about that,' he added.